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In the creative, the quality of service promised by Singtel is measured against real-world conditions by being put to three crucial tests.
Singtel has unveiled a new short film titled Data ExStream to demonstrate the speed, coverage, reliability, and low latency of its mobile network. In the creative, the quality of service promised by the telco is measured against real-world conditions by being put to three crucial tests.
Conceptualised by Ogilvy & Mather in Singapore to deliver a sense of speciality, the aforementioned strategy represents an industry first for the local telecommunications sector, and was designed to make the typically invisible brand stand out from the competition.
To test the hypothesis, the advertising agency filmed a series of challenges conducted countrywide to assess the Singtel tri-band 4G+ network. The tests included world champion fencing star, Lau Ywen, who tackled an obstacle course, rooftop game of whack-a-mole, and precision stunts performed by two renowned drivers.
Goggles were customised with a pair of Samsung Galaxy Note 5s. The first streamed real-time video footage of the challenger’s environments via said network. Receiving the relayed data, the second tablet served as the challenger’s eyes. Transmission was instantaneous to guarantee task completion.
The success of the trials hinged on the overall performance of the mobile network: low latency, high speed, data capacity, and far-reaching coverage. Singtel delivered on all counts, and each feat went off without a hitch. In another first, a 360° display banner launches via Yahoo! as part of a campaign spanning YouTube and Facebook.
“A second or two slower and none of the challenges would have succeeded. This means our engineers’ continuous effort to upgrade and optimise the network has paid off. It is the very same network which we bring to our customers every day,” said Si Cheng Choon, VP, Mobile Core Engineering, Networks at Singtel.
Singtel was also a winner at the 2015-2016 World Branding Awards under the Telecommunications (National) category.
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